ASICS - Sound Mind, Sound Body 2017
ASICS' "Sound Mind, Sound Body" campaign aimed to connect with its audience through a unique and immersive experience, blending technology and creativity.
ASICS embraced the struggle, portraying a dystopian moment in their campaign, a departure from typical sports brand narratives.
Core Theme of the Campaign -
The campaign's highlight was a collaboration with Nigel Sylvester, creating an immersive ad for New York Fashion Week that went beyond traditional advertising boundaries.
Targeting - Individuals seeking a deeper connection between mental well-being and physical activity, aligning with ASICS' ethos of holistic health.
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About the
Campaign -
1. Immersive Experience: The campaign introduced an immersive ad experience during New York Fashion Week, breaking conventional advertising norms.
2. Nigel Sylvester Collaboration: ASICS collaborated with Nigel Sylvester, adding a unique and creative touch to the campaign.
3. Embracing Struggle: Departing from typical sports narratives, the campaign embraced struggle, presenting a dystopian moment in the brand's storytelling.
4. Holistic Health Message: ASICS reinforced the connection between mental well-being and physical activity, aligning with their "Sound Mind, Sound Body" ethos.
5. Dystopian Aesthetic: The campaign adopted a dystopian aesthetic, creating a visually captivating and unconventional representation of ASICS' brand narrative.
6. Tech-Driven Approach: Incorporating technology, ASICS sought to engage its audience through an innovative and tech-driven campaign experience.
7. Fashion Week Presence: The campaign strategically leveraged New York Fashion Week, reaching a broader audience and merging the worlds of sports and fashion.
8. Narrative Departure: ASICS broke away from traditional sports brand narratives, aiming to connect with consumers on a deeper and more emotional level.
